The number of Hungarian merchants active on eMAG’s Marketplace platform more than tripled since 2023, with cross-border sales to Romania and Bulgaria nearly doubling between April and August this year compared with the same period in 2023.
Growth has been particularly strong in Bulgaria, where the number of Hungarian sellers offering goods via eMAG almost doubled in the past year. In Romania, traditionally a stronger market for Hungarian partners, seller numbers rose by more than a quarter.
The expansion comes as more domestic sellers seek to access neighbouring markets with minimal overheads. By leveraging eMAG’s logistics and customer service infrastructure, Hungarian companies can test foreign demand without establishing a local presence.
Founded in 2001 in Romania by Radu Apostolescu, Dan Teodosescu, and Bogdan Vlad, eMAG quickly grew from a computer and office supply retailer into one of the fastest-scaling companies in Eastern Europe. In just two decades, its valuation surged past €1 billion.
The company expanded to Bulgaria in 2012, Hungary in 2013, and Poland in 2014 (before exiting the latter in 2020). In Hungary, eMAG’s biggest strategic move came in 2019, when it acquired Extreme Digital. By 2022, the two platforms had fully merged under the eMAG brand.
